ESQ&A: The Guys Behind the Pop Up Flea

Back in 2009 — or about a decade ago, in internet years — UrbanDaddy's editorial director Randy Goldberg and grandaddy Americana blogger Michael Williams of A Continuous Lean decided to get their favorite brands and people together in the same room in NYC for a couple days of shopping, mingling, and obsessing over honestly crafted goods with likeminded folks. They called it, aptly, the Pop Up Flea. And it was a hit. Like, a "men's-wear obsessives flying in from halfway across the country just to attend" kinda hit. The fifth installment of the Flea kicks off this weekend, so we took a few minutes to pick the brains of the men who curated the whole affair. Read on for Randy and Michael's thoughts on the heritage trend, self-control in the face of retail temptation, and something they call "concentrated excellence."

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ESQUIRE.COM: Primer time for those unfamiliar: What's the Pop Up Flea all about?

RANDY GOLDBERG: The Pop Up Flea is about bringing together a great mix of brands and people under one roof for one weekend. It's about consumers interacting with the people that are designing and making the clothes, shoes, and accessories they love. It's about special edition items you can't get anywhere else. And it's about really well-made things that are not normally seen together in one place at one time. It's highly concentrated excellence in a very laid back atmosphere.

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MICHAEL WILLIAMS: It's also about meeting the people that make the things that you love. It's a shopping event, but it's also a great meeting place for people that appreciate quality and craft.

ESQ: In a lot of people's minds, the Flea is bound up with the Americana/heritage trend that's tapered off in the last couple of years. Considering that downswing, how does the Flea stay culturally relevant?

RG: Trends come and go, but people always want really well-made things. The way guys shop and think about clothing hasn't changed. They're still focused on how things are made — where they come from and the story behind the gear — whether that's related to any sort of heritage movement or not. We don't really think about any sort of movement or higher cause, or take the idea of what we're doing too seriously. It's just about some of our favorite brands and people edited together in one room. And as it grows and we invite new brands to participate, you'll continue to see new products and ideas emerge from the Flea.

MW: I feel like all of the interest in Americana/heritage has really educated a lot of people about what is worth supporting from a brand or product perspective. Male consumers are so much more educated now about what they are buying; it's a really good thing. The PUF stays relevant by continuing to showcase honest goods regardless of trend. Quality will never go out of style.

THE VINTAGE MG ON SALE AT THIS YEAR'S FLEA

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ESQ: And it's getting bigger and bigger each year. How do you account for that growth?

RG: It has indeed grown each time we've done it, both from a vendor perspective and a traffic and recognition perspective. We started with twelve vendors who took a chance with us in 2009, and this year we have 43 vendors, an art exhibition by Levi's Vintage Clothing, a new sponsor, and a growing collection of brands that we can call on to come do great things. It all happens pretty organically, and we try and keep things pretty low key while making sure it's a great experience for the vendors and the crowds. When Michael and I sit down to plan each year, our goal is always to get as much great stuff into the room as possible.

ESQ: Anything new we can look forward to this year?

RG: There are a ton of new vendors this year, both big and small. Unionmade from San Francisco will be setting up shop, and they don't have an east coast storefront, so that's pretty exciting. Filson will be there this year. A great company called Private White V.C. from England. A new jewelry line based on vintage World War II trinkets called George Frost. Deus Ex Machina, out of L.A. Schoolhouse Electric will be selling lighting and home goods. Man Of The World magazine is going to have a vintage MG in the space that they're selling, plus a whole host of other crazy things. Ursa Major is our first grooming vendor. Then we'll have the usual host of clothing, accessories, and vintage vendors including some old Flea favorites like Billykirk, Hickoree's, and L.L. Bean Signature. Every vendor who has participated in the past has committed to doing something brand new for the Flea this year, so there will be a ton of new and interesting things to get your hands on.

MW: Our friend Paul Witt is bringing his new online shop Wittmore to PUF with a bunch of good stuff. Also, the guys from Lotuff Leather are coming with some seriously handsome leather goods and Imogene + Willie is coming up from Nashville. I have a feeling I am guying to spend my entire holiday gift budget on myself. This year's Pop Up Flea is going to be a battle of self-control for me.

ESQ: For someone — a friend, a family member, what have you — shopping for a gift for a relatively stylish guy at the Flea: What's the one can't-go-wrong piece you'd recommend?

RG: I hate to be the waiter that tells you that all the food at the restaurant is good, but it's a pretty can't-miss assortment of things at the Flea. Maybe the one can't-miss piece is the vintage MG. I'd love to sell a car...

MW: What guys really need to do, if they want something nice for the holidays, is send the link to this story to their better half. It will be like fishing with dynamite.

If you're in NYC, check out the Pop Up Flea at Drive-In Studios (443 West 18 St, between 9 and 10 Ave). It's running from 3-9 on Friday the 30th, 11-7 on Saturday the 1st, and 11-6 on Sunday the 2nd.

Can't make it? Or can't wait 'til 3? Check out the video below for even more Pop Up goodness.